Payer conversion tells you how well an app turns attention into revenue. It is calculated as payers divided by active members for the same period and expressed as a percentage.
Conversion depends on the model. Subscription apps aimed at relationships often convert a higher share of members than free, social or swipe-led apps that rely on advertising or occasional purchases.
Small changes matter. On a large base, a fraction of a percentage point of conversion can be worth more than a big marketing campaign.